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The Chirp
app, which has been a number one download in the App Store in countries
including the UK, German and China and is today also launched on Android,
enables people to share data such as photos, web links and text through
two-second audio clips which sound like digital birdsong.

The
distinctive chirping sound is designed to work even at low volumes in places
like shops, offices or busy streets.

Topshop is
using Chirp to send to its show visitors and customers catwalk images, which
when tapped will reveal secrets and backstage image extras from around the LFW
show on Sunday 15th September.

Chirps will be broadcast from
especially created Chirp Gardens at both its show space at Regents Park and at
its Oxford Street flagship store, as well as via a Chirp Gallery on their live
streaming website.

Chirp is the
brainchild of Patrick Bergel and Professor Anthony Steed of the Department of
Computer Science. The idea was initially funded by UCL Business (UCLB),
the university’s technology transfer agency, who has since invested in the
company and are a majority shareholder.

"Each season, we set ourselves the challenge to innovate and excite in a different way with
the show; not only in terms of our Collection and show space, but also how we engage with
and involve Topshop fans worldwide,” said Sir Philip Green, CEO
of Arcadia Group, which owns Topshop. “We love the fact that Chirp allows
people to discover new aspects of the Collection and what goes on behind the
scenes at London Fashion Week.”

"We are incredibly excited to be working with Topshop at
London Fashion Week”. Commented Patrick Bergel, CEO & Founder of
Chirp.io. “It's great to be asked to collaborate with a future-facing
brand like Topshop, who are always first to find new ways to tell their story.
To give our users the opportunity to access and share the latest fashion looks
from Topshop with Chirp is a world's first - let the chirping begin!"

"The collaboration with such a high
profile brand in this innovative implementation is a fantastic first
demonstration of the capability of Chirp technology,” said Marina Santilli,
Senior Business Manager at UCL Business, who has worked with Chirp since its inception.

“The Chirp team have worked hard to
deliver a platform that is not only robust, but has immense user appeal. This
is proving attractive not just to brands but other digitally-minded companies
who desire to share content with their audiences; I am looking forward to
seeing Chirp used in ever more imaginative ways.”